Finland's Gambling Reform 2027: What Will Change for Estonia's Online Casino Market?

Finland is preparing for one of the most significant changes to its gambling industry in decades. On 1 July 2027, the country will introduce a new licensing system that allows approved private operators to offer online casino games and sports betting. The reform will end Veikkaus' exclusive position in these segments, replacing the existing monopoly with a partially competitive market.

The transition is already underway. Finland opened its gambling licence application process in March 2026, giving operators time to prepare for the new regulatory environment. However, receiving a licence before the market opens does not permit a company to begin offering or marketing gambling services ahead of July 2027.

For Estonia, the reform raises several important questions. Both countries have established gambling industries, and some operators already active in Estonia may consider entering Finland's newly regulated market. Nevertheless, the two countries will continue to operate under separate licensing systems.

The changes could influence competition, casino operations, compliance requirements and long-term investment across the Baltic and Nordic gambling sectors.

This article explains how Finland's new gambling framework will work, what will happen to Veikkaus, and what the reform could mean for Estonia's online casino industry.

1. Why Is Finland Changing Its Gambling System?

For years, Finland has maintained a state-controlled gambling model centred on Veikkaus. Unlike Estonia, where multiple licensed private operators can provide online casino services, mainland Finland has restricted the domestic provision and marketing of gambling services to its state-owned operator.

The Finnish government has decided to replace part of this system with a licensing framework. The reform is intended to improve regulatory oversight, direct gambling activity towards supervised services and strengthen measures against gambling-related harm.

Under the new framework, private companies will be able to apply for permission to offer online casino games and sports betting. Operators must satisfy licensing requirements and comply with Finnish legislation before providing services.

Importantly, the reform does not mean the complete privatisation of gambling in Finland.

Veikkaus will retain exclusive rights in certain areas, including lottery-type games, scratch cards, physical slot machines and land-based casino games. The competitive licensing model will apply to designated gambling activities, primarily online casino gaming and betting.

The transition will therefore create a mixed system: a regulated competitive market operating alongside gambling activities reserved for the state-controlled operator.

For casino companies, the new legislation establishes a formal route to the Finnish market. For players, it introduces a framework in which operators offering licensed services will be subject to domestic supervision.

2. Finland's New Gambling Licence: Key Dates and Requirements

Finland's gambling reform is being introduced in stages. Although the competitive market will not open until July 2027, operators were allowed to submit licence applications beginning on 1 March 2026.

This advance application period allows the authorities to assess companies before the legislation becomes operational.

The main milestones are:

The application process is not simply a matter of paying a fee.

Applicants must demonstrate that they satisfy the relevant suitability and reliability requirements. The authorities assess supporting documents, including company information and relevant reports.

Approved operators must also fulfil applicable technical and supervisory requirements before launching their services. These include the required auditing of gambling systems and integration with the authorities' supervision infrastructure.

The transitional period gives operators time to prepare, but it also establishes an important boundary: a licence issued before July 2027 does not provide the right to launch or market gambling services before the permitted starting date.

For companies already holding gambling licences elsewhere in Europe, including Estonia, Finland's requirements will represent a separate regulatory obligation.

3. How Could Finland's Gambling Reform Affect Estonia's Online Casinos?

The Finnish reform may have implications beyond Finland itself.

Estonia has an established regulated online gambling market, with private operators offering casino games and betting services under licences and permits issued by the Estonian Tax and Customs Board (ETCB).

The ETCB maintains an official register of authorised operators, enabling users to verify whether a gambling company has permission to operate in Estonia.

Finland's new framework creates a potential expansion opportunity for companies already operating in Estonia. Operators with experience in regulated European markets may be interested in applying their existing infrastructure, technology and compliance processes to the Finnish market.

However, market entry is not automatic.

An Estonian gambling licence does not authorise an operator to provide gambling services in Finland. Likewise, receiving a Finnish licence does not automatically grant permission to offer gambling in Estonia. Each country maintains its own licensing requirements.

Operators considering expansion would therefore need to assess the additional cost of licensing, local compliance, technical integration and ongoing supervision.

Another consideration is how the reform could affect competition within Estonia.

Companies operating across both countries may reassess their resources, product development and marketing strategies. Some may pursue expansion into Finland, while others may continue focusing on their existing regulated markets.

The precise impact on Estonia will depend on which operators obtain Finnish licences, when they launch and how their commercial strategies develop.

For Estonian readers comparing the best casinos, the key consideration remains whether an operator holds valid authorisation for the market in which it provides its services. A licence issued in another jurisdiction is not a substitute for local regulatory approval.

Finland's market opening may eventually create additional activity across the wider Nordic gambling industry, but it does not change the licensing status of existing casinos in Estonia.

4. What Will Happen to Casino Advertising and Bonuses in Finland?

Marketing is one of the most important parts of Finland's gambling reform, particularly for operators and affiliate websites.

Until 30 June 2027, Veikkaus remains the only operator permitted to market gambling services in mainland Finland. Foreign operators and affiliate websites cannot bypass this restriction simply by operating from another country or holding a foreign gambling licence.

From 1 July 2027, Finnish licence holders will be able to market their authorised gambling services, subject to the restrictions established by the new Gambling Act.

The legislation is intended to permit certain forms of regulated advertising while maintaining safeguards against gambling-related harm.

This distinction is particularly relevant for affiliate marketing.

Under the existing framework, Finnish authorities consider promotional casino reviews and affiliate links directed at consumers in Finland to be forms of gambling marketing. The location of the website operator does not, by itself, determine whether the marketing is permitted.

Operators will consequently need to assess how their marketing activities comply with the new framework rather than assuming that the opening of the market removes existing restrictions.

Bonuses and promotional offers will also require careful consideration. Their availability, presentation and distribution must comply with the legislation and any applicable regulatory requirements.

For Estonian casino operators, the distinction between the two markets remains essential. A promotional campaign suitable for Estonia should not automatically be treated as appropriate for Finland.

The same principle applies to affiliate websites publishing content for different audiences.

An informational article discussing Finland's gambling reform is different from a promotional page designed to encourage Finnish consumers to register with a particular casino. However, the authorities assess marketing based on its overall nature and purpose, not simply its format or language.

As the Finnish market approaches its opening date, operators and publishers will need to monitor official regulatory guidance to ensure that their content and commercial activities remain compliant.

5. Will Finland's Reform Lead to More Online Casino Launches?

A licensing system that permits multiple operators to enter the market creates the conditions for additional casino brands to launch in Finland.

However, the number of operators ultimately entering the market will depend on licence approvals, commercial decisions and each company's ability to fulfil the regulatory requirements.

There is already evidence of substantial industry interest.

On 8 June 2026, Finland's National Police Board reported that it had received 50 gambling licence applications since the application process opened in March. The authority stated that it was assessing applicants' reliability and suitability using company documents and other supporting information.

An application does not necessarily result in an approved licence, and a licensed company does not necessarily launch a new consumer-facing brand.

Some operators may introduce their existing casino brands to Finland, while others may develop products specifically for the local market. These possibilities should not be confused with confirmed launch announcements.

From the perspective of Estonia's gambling industry, the Finnish reform also highlights the continuing importance of distinguishing established operators from recently introduced brands.

When evaluating new casinos, relevant information includes the operator's identity, licensing status, payment methods, withdrawal conditions and responsible gambling tools. A recent launch date alone says little about whether a casino satisfies these requirements.

The opening of Finland's market may also encourage additional attention to localised products and compliance processes. Operators planning to serve multiple regulated jurisdictions will need to account for differences in licensing, technical standards and permitted marketing practices.

Nevertheless, there is currently no basis for assuming that Finland's reform will directly increase the number of casinos authorised in Estonia.

The two markets will remain independently regulated, even where individual gambling companies operate in both countries.

6. What Should Players Know Before the New Finnish Market Opens?

For players, the transition to a licensing system makes it particularly important to understand the difference between a company's existing gambling licence and its authorisation to provide services in a specific country.

A casino may hold a valid licence in Estonia or another jurisdiction without having permission to operate in Finland.

Before the Finnish market opens, players should rely on the relevant official authorities when checking the current legal position rather than assuming that a casino is authorised simply because its website is accessible.

Once the new system becomes operational, authorised Finnish gambling businesses will be identifiable through their licence information.

Legitimate providers must disclose their licence number, the identity of the supervisory authority and the applicable gambling age limit. They must also provide information about gambling management tools and support services.

These requirements form part of a wider regulatory approach intended to provide oversight of gambling activities and reduce gambling-related harm.

For Estonian residents, the existing domestic framework remains relevant. The Estonian Tax and Customs Board maintains the official list of legal gambling operators, while Estonia's gambling regulation establishes the requirements applicable to locally authorised services.

The Finnish reform does not replace those protections or alter the need to verify an operator's authorisation in Estonia.

Regardless of the market, players should understand the applicable terms and conditions, financial limits and tools available to control their gambling activity.

Conclusion: A New Chapter for Finland and the Nordic Gambling Industry

Finland's gambling reform represents a substantial change in the structure of its online casino and betting market.

Beginning on 1 July 2027, approved private operators will be able to provide designated gambling services under Finnish licences, ending Veikkaus' exclusive position in online casino gaming and sports betting.

The reform also introduces a new supervisory framework and specific obligations concerning licensing, technical systems and marketing.

For Estonia's online gambling industry, the changes create a development worth following. Operators already active in Estonia may consider entering the Finnish market, although they will need separate authorisation and must comply with Finnish requirements.

The actual commercial effects will become clearer as licence decisions are made and approved operators announce their plans.

For now, the central distinction remains unchanged: Estonia and Finland are separate regulated gambling markets, and authorisation in one country does not automatically provide the right to operate in the other.

As Finland moves towards July 2027, the development of its new licensing system will remain an important subject for operators, regulators and readers following the Nordic online gambling industry.